As streaming booms, songs getting faster: study

NEW YORK – Streaming is making it quicker notonly to play music. A new study finds that pop songs themselves are gettingfaster as listeners’ attention spans diminish.

Instrumental openings to songs have shrunk dramatically over the past threedecades and, to a lesser extent, the average tempo of hit singles has beenspeeding up, the research found.

Hubert Leveille Gauvin, a doctoral student in music theory at the Ohio State University, analysed the year-end top 10 on the US Billboard chartbetween 1986 and 2015.

In 1986, it took roughly 23 seconds before the voice began on the averagehit song. In 2015, vocals came in after about five seconds, a drop of 78 per cent, he found.

In a study published in Musicae Scientiae, the Journal of the EuropeanSociety for the Cognitive Sciences of Music, Leveille Gauvin linked the trendto the rapid rise of Spotify and other streaming sites that give listenersinstant access to millions of songs.

"It makes sense that if the environment is so competitive, artists wouldwant to try to grab your attention as quickly as possible," he told AFP.

"We know that the voice is one of the most attention-grabbing things thatthere is," he said, pointing out that people seeking to concentrate oftenpreferred instrumental music.

A 2014 study of Spotify listening habits found that 21 per cent of songs getskipped over in the first five seconds.

As an example of the shift, Leveille Gauvin pointed to Starship’s 1987 hitNothing’s Gonna Stop Us Now, which takes 22 seconds for the vocals to beginand more than a minute for the chorus.

On the 2015 hit Sugar by Maroon 5, Adam Levine gets to the point withinseven seconds with the lines, "I’m hurting baby / I’m broken down."

Conscious or not?

Leveille Gauvin doesn’t claim inside knowledge of record industry secretsand he doubts that many pop stars are clamouring in the studio for shorterintros.

Instead, he sees a steady evolution in songwriting conventions.

"I think it’s partially voluntary, but I think it’s just adapting yourselfto your environment whether you’re aware of it or not," he said.

He connected the trend to scholar Michael H Goldhaber’s concept of the"attention economy" – the quest to hold attention in an internet overflowingwith information.

"You can think of music as this double role. Music has always been acultural product, but I think that more and more songs are also advertisementsfor the artists," Leveille Gauvin said.

Live performances have increasingly been the key money makers for artists,some of whom complain that they earn little from streaming – which last yearaccounted for more than half of the US recorded music industry’s revenue.

Despite the overall trends, Leveille Gauvin pointed out that there wasstill diversity in song structures.

Gotye’s Somebody That I Used to Know, the chart’s top song for 2012, hasan instrumental introduction of 20 seconds.

As the study looked only at mega-hits, it did not take into account genressuch as indie rock in which market forces function much differently.— AFP